Marketing – Chapter 15 – Advertising and Public Relations – Complete Lecture Summary

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Chapter Fifteen

Advertising and Public Relations


A presentation of chap 15 by EhN
15 - 1

, Advertising and Public
Relations
Topic Outline
Advertising
– Setting Advertising Objectives
– Setting the Advertising Budget
– Developing Advertising Strategy
– Evaluating Advertising
Effectiveness and Return on
Advertising Investment
Public Relations
– The Role and Impact of Public
Relations
– Major Public Relations Tools
A presentation of chap 15 by EhN
15 - 2

, Advertising

Advertising is any paid form of non-personal
presentation and promotion of ideas, goods, or
services by an identified sponsor




A presentation of chap 15 by EhN
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, Advertising
Major Advertising Decisions

3. Setting Strategy


3a

4
1 2




3b



A presentation of chap 15 by EhN
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